Brand Avatar
Subtitle: translating virtual world branding into real world success
By: Alycia de Mesa.
Publisher: Palgrave Macmillan
Published: 2009
Place of publication: New York
Language: eng
ISBN-13: 9780230201798
Subjects: Branding (Marketing); Virtual reality; Success in business
Notes: Includes bibliographical references and index.
Table of contents: title: He emergence & characteristics of virtual worlds; title: The early worlds; title: The adoption continuum; title: The establishers; title: The culture of virtual world users; title: Adult user profiles and habits; title: Teen user profiles and habits; title: Kids & teen worlds; title: The emergence of business within virtual worlds; title: Why use virtual worlds?; title: Types of businesses within virtual worlds; title: Strategies and tactics from real-world brands; title: The virtual worlds of proprietary brands; title: Strategies, tactics and impact of virtual worlds built around a global brand; title: Disney's toontown; title: Coke studios; title: vMTV; title: Success stories; title: What's the measure of success?; title: Examples of co-branding in virtual worlds; title: What companies can learn from 'grass-root' virtual brands; title: Failure stories; title: Failure defined; title: What went wrong; title: Lessons learned; title: New challenges; title: Virtual world standards (the case of IBM); title: Intellectual property theft; title: Digital domain law; title: Hijacked brands; title: The futurist's review; title: Reflections on trends, user behaviors and the impact on business and brand strategies.